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Grabbing Online Technology Faith Based Grabbing Online Technology Faith Based Presentation Transcript

  • Welcome “ Meeting them where they are – ONLINE! Grabbing Online Technology and Making it Work for your Faith Based Ministry” How your church or faith based ministry can implement and use technology for little or no cost and compete with others spending thousands of dollars! Pam Dechert, CFRE, ePMT
  • … without having to become technology experts or spend lots of money! “ Grabbing Online Technology and Making it Work” Our objective - We want to explore how we can utilize technology and the Internet to meet the needs and desires of our donors/volunteers/members/prospects, while at the same time furthering the mission and work of our organization…
  • The Agenda
    • Introductions
    • I’m not a teenager
    • Overview of Industry as it relates to Faith Based NPO’s & Churches
    • The Basics
    • Putting it Together
      • Websites
      • Online Activities
      • Email
      • Regulations
      • Databases
    • Discussion & Questions
  • Thoughts from Industry Experts “ Utilizing rent-able applications and other low cost or free web applications allows the small nonprofit to leverage labor and financial resources. Thus they are able to serve more of their constituency, as well as better communicate with (and broaden) their donor base, and improve services. In other words, leveraging through technology provides the small nonprofit an opportunity to "level the playing field." Carolyn S. Sechler, CPA Phoenix, AZ “ We are in the middle of a fundamental shift from mass media to the personal media of computers and the Internet, and charitable giving is a logical progression.” Paul Saffo Director of the Institute for the Future.
  • Why do we care about this?
      • 70 million Americans log into the internet everyday Pew Internet Research Study
      • In 2005, online giving increased by 40% with an average gift of $97 enonprofits benchmark study
      • Over $3 Trillion was spent on online ecommerce in 2004 alone
  • Sure…but do we REALLY need to do this ?
    • How often do you check the mail box? How often do you check your email?
    • Where do you go to search for information, buy plane tickets, find a map, or research something?
    • If you are interested in volunteering or learning more about a nonprofit – do you Google, write them or look in the phone book?
    • OR
  • New Breed of Member
    • Reads email before snail mail
    • Busy, satisfy interests on their schedule
    • Expect to find information online
    • Expects information to be personalized
    • Expects immediate feedback
    • Demands information/stewardship
  • Online Giving Estimates * Estimate of Giving in 2001 = $550 million Estimate of Giving in 2002 = $1.1 Billion Estimate of Giving in 2003 = $1.9 Billion Estimate of Giving in 2004 = $2.62 Billion Estimate of Giving in 2005= $4.53 Billion *The United States represents slightly more than ½ the Global Online Philanthropic Market *Estimates provided by ePhilanthropy Foundation
  • Online Donor Profile
    • Made an online purchase 64.2%
    • Listened to online radio show 35.7%
    • Created ‘cookie’ preferences 28.5%
    • Created Web page 42.8%
    • Conducted research using search engines 85.7%
    • Customized a personal Web page 35.7%
    • Viewed a Web broadcast 21.4%
    • Participated in chat room or discussions 50.0%
    • Registered for an event 42.8%
    • Personal Banking 64.2%
    Source: HJC New Media (Toronto)
  • Average Hours Spent Per Week: Source: Forrester Research 2007 Demographics of Internet Users Gen Y (18-27) Gen X (28-41) Young Boomers (42-51) Older Boomers (52-62) Seniors (63+) Reading Newspapers (not online) 1.2 1.7 2.8 3.6 5.1 Reading Magazines (not online) 1.7 2.0 2.1 2.4 3.1 Playing Video Games 4.3 2.0 1.1 1.1 1.1 Watching DVDs or VHS 5.8 4.3 3.6 3.3 2.8 Listening to Radio (not online) 7.0 6.9 7.4 6.2 5.3 Watching TV 10.4 11.3 12.5 13.7 14.3 Using Internet, PC, Mobile Phone 28.8 22.3 19.6 18.6 16.7
  • Demographics of Internet Users Source: Pew Internet & American Life Project, 2006 Educational Attainment Education Level Percentage College + 91% Some College 84% High School 64% Less than High School 40%
  • Demographics of Internet Users Source: Pew Internet & American Life Project, 2006 Annual Household Income Income Level Percentage $75,000+ 91% $74,999 – $50,000 86% $49,999 – $30,000 80% Less than $30,000 53%
  • Why Now? Most Popular Online Activities Number of Participants Source: Pew Internet & American Life Project, 2005 182M 169M 157M 155M 145M 135M 22M
    • Tithing & Giving is still based upon Relationships
    • The Internet expands our opportunity for Communications
    • Communications build strong Relationships
    • Technology is and will be part of any non profit organization
    • Technology takes many shapes
    • Your use of it levels the “playing field”
    • Your success can be increased because of technology (more with less!)
    • You must integrate your online/offline activities
    • Expand our giving by building stronger relationships
    • The Internet is not just for kids anymore
    • The Internet is used by the educated and engaged
    • The Internet is not just for downloading music and fantasy football
    • The Internet is used by your constituents…or someone else's
    Initial Conclusions
  • What does this mean for churches & ministries?
    • To establish a strong foundation on which your ministry can grow and be most effective, you must be able to attract and engage members, build meaningful relationships with them, increase involvement and encourage ongoing support.
    • From broadcast ministries, local churches, relief agencies to missionary-sending organizations and mega churches, faith-based groups like yours can use comprehensive online solutions to:
    • Build a more effective ministry,
    • Increase outreach
    • Nurture and cultivate member relationships, and
    • Decrease communication costs while streamlining administrative processes.
  • Use All Your Tools Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools
    • Know the Difference
    How To Succeed Online
  • The key to grabbing technology…
    • Relationship Building
    • +
    • Internet Presence
    • =
    • Successful Online Community
    • & A World Class Church or Ministry
  • You Have 10 Seconds It’s Quiz Time!
  • Are You Ready to be a World Class Online Church or Ministry? Online ? #1: Clearly Display Name, Logo, Mission Completed_____ Online ? #2: Register With Local, State and Federal authorities (as required) Completed_____ Online ? #3: Make It Easy For Donors To Get Quick Answers To Questions Completed_____ Online ? #4: Make Sure Your Website Uses Encryption Technology Wherever You Request Sensitive or Confidential Information Completed_____
  • Are You Ready? Online ?#5: Provide Multiple Opportunities and Methods For Gifts To Be Made Both Online and Offline. Completed_____  Online ? #6: Post a Comprehensive Privacy Policy Completed_____   Online ?#7 Is your advancement/marketing plans integrated with online & offline activities Completed_____  Online ? #8: Are your online activities going directly into your database? Completed_____ 
  • Sources for small churches & ministries to get technology
  •  
  • Global Resources Where to find a list of service providers and Resources http://ePhilanthropy.org/GNRC
  • My “personal favorite”…online resources
    • www.idealware.org
    • www.ephilanthropy.com
    • www.firstgiving.com
    • www.etapestry.com
    • www.convio.com
    • www.techsoup.com
    • www.guidestar.org
    • www.myspace.com
    • www.charitablegift.org/planning_evaluate_financials_form990.shtml
    • http://ephilanthropy.org/GNRC
    • www.ministryventures.org
  • The Basics
    • 1. Establish an Informative Website (Content)
    • 2. Collect Email Addresses
    • 3. Communicate with those who opt in
    • 4. Offer the option of online giving (encrypted)
    • 5. Give, Get, Do - online
    • 6. Comply with Regulations and laws
    • 7. Understand Privacy and Security Issues
    • 8. Read, learn, test, adapt….
    • THIS LEADS TO:
    There are almost as many strategies as there are nonprofits, however to get started…
  • The key to grabbing technology…
    • Relationship Building
    • +
    • Internet Presence
    • =
    • Successful Online Community
    • & A World Class Online Church or Ministry
  • Web Site Creation
  • Power Of Your Web Site More than 50% said that they would NOT have taken further action if they had not first visited charity Web site Toward e-engagement Nonprofits and Individuals Engaging Online – Kellogg Foundation
  • A few “before” and “after” sites
  • A few “before” and “after” sites
  • Before…
  • After…
  • Some really good church/ministry websites
  •  
  •  
  • Common Reasons Why NP Web Sites Fail Upside Down Web Site Dead Web Site Disconnected Web Site Cool Web Site Stingy Web Site " Why Web Sites Fail and What To Do About It " at Nonprofit Day by Michael C. Gilbert April 1999
  • Question: Should a Non Profit host it ’ s own web site?
  • You’ve built a website… … will they come?
  • You’ve built a website… … how will they find you?
    • Search engines
      • (85% use them)
    • Tell them!
      • Letterhead
      • Pledge cards
      • Newsletters
      • Business cards
      • Materials
      • Email signatures
  • They’re at your website, now what do they do?
    • Can they get something?
    • Can they do something?
    • Can they give something?
    Your goal – to get something from them!
  • Can they get something? Information Documents Devotionals Member Lists Calendars Newsletters PodCasts Stewardship Information Help WHAT ELSE???? 83% of Internet users expect to find product information on the Internet – Pew Internet Project
  • Can they do something? Participate in an event Golf tournaments Walk-a-thons Dinners Join – Become a member Update their information Run planned gift calculations Purchase products or services
  • Can they give something? Time - Volunteer Goods (in kind gifts) Money
  • An Overall Strategy Sign Up For Newsletter Multiple Ways To Support & Get Involved Donate Now
  • Get, Give, Do
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  • Short/Long Term Missions
  •  
  • Website Integration
  • Website Integration
  • Website Integration
  • eCommunications
  • 2005 Contributions: $260.28 Billion by Source of Contributions Source: Giving USA Foundation – AAFRC Trust for Philanthropy 76.5% of all Monies given by Individuals!
  • Online Giving Estimates * Estimate of Giving in 2001 = $550 million Estimate of Giving in 2002 = $1.1 Billion Estimate of Giving in 2003 = $1.9 Billion Estimate of Giving in 2004 = $2.62 Billion Estimate of Giving in 2005= $4.53 Billion *The United States represents slightly more than ½ the Global Online Philanthropic Market *Estimates provided by ePhilanthropy Foundation
  • State Charity Registration http://www.multistatefiling.org/index.html 39 states have official legislation regarding charitable solicitation 35 States and DC accept the Unified Registration Statement (URS) (some require supplemental attachments)
  • Email – 93% of Internet users access email and yet…
    • 44% of nonprofits have email addresses for less than 20% of their supporters/members
    • 64% do not collect email addresses on their web site
    • 75% cannot survey their stakeholders online
    • 78% do not have an email strategy
    • In 2002 The Gilbert Group of Seattle surveyed 900 nonprofit organizations with an eight question instrument. The median size of organizations surveyed had between 1000 and 25,000 stakeholders.
  • Build Your Email List
    • Not about the Web site!
    • Push works better than pull
    • Key methods
      • Email newsletter sign-up
      • Online contests/campaigns
      • Opt-in during online data gathering
      • Pass along push to current subscribers
      • Offline opportunities are critical
        • At events (postcards, live data entry)
        • In the mail (renewals, acknowledgements)
        • On the phone
     2005 ePhilanthropyFoundation.org
  • A Communications Tool versus
    • Cost?
    • Preparation?
    • Customizable?
    • Content?
    • Acceptance?
    • Timing?
    Direct Mail Email Substantial – labor intensive Easy Expensive (materials/prep/postage) Very low cost Yes (personalization/gift info/etc.) Yes (same) Virtually unlimited Has limits Universal Growing Slow Fast
  •  
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  • Oxfam America Email: Campaign Monitoring and Benchmarking
    • 87% convert from Click
    • ~11% of all recipients
    Test & Track Email Results
    • 16,445 Messages Sent (12,825 in HMTL)
    $$
    • 531 Bounces (3%)
    • 109 unsub (0.5%)
    • 50% HTML Open Rate
    • 1,792 Participated
    • 2,065 Unique Clicks on Link
    • ~13% CTR on all received
    • ~25% CTR on all opened
  •  
  •  
  • Email Marketing Schedule Appeals E-News Renewal Upgrade ___ Holistic Planning JAN. FEB. MAR. APR. MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. 2 2 2 0 1 1 2 3 3 1 0 0 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
  • Coordinate Email and Direct Mail
    • Cross-reference offline campaigns in online communications
    • … and vice versa!
    • Reinforce your message across different media to maximize results
    • … ensure you are consistent in your different messages!
  • Coordinate Web and Phone Campaigns
    • It bans false or misleading header information
      • (Your email's "From," "To," and routing information – including the originating domain name and email address – must be accurate and identify the person who initiated the email)
    • It prohibits deceptive subject lines
      • (The subject line cannot mislead the recipient about the contents or subject matter of the message.)
    • It requires you give recipients an opt-out method
      • (You must provide a return email address or an Internet-based mechanism that allows a recipient to ask you not to send future email messages to that email address, and you must honor the requests.)
    • Commercial email identified as an advertisement and include sender's physical postal address
      • (Your message must contain clear and conspicuous notice that the message is an advertisement or solicitation and that the recipient can opt out of receiving more email from you . )
    CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act)
    • Penalties
    • Each violation of the above provisions is subject to fines of up to $11,000. Deceptive commercial email also is subject to laws banning false or misleading advertising.
    • See the FTC Web site www.ftc.gov/spam for updates on the CAN-SPAM Act.
    • The FTC maintains a consumer complaint database. Consumers can submit complaints e at www.ftc.gov and forward unwanted commercial email to the FTC at [email_address]
    CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act)
  • Other online “stuff”
    • Social networking
    • RSS Feeds
    • Podcasts
    • Videos
    • Blogs
    • Advocacy
  • Social Networking Boom
  • Social Networking Boom 4,313 Friends 8,309 Friends 15,047 Friends 5,037 Friends
  • Blogs, SMS, RSS, IM, VoIP, ??? Young Adults (18-24) average nearly 30 messages/ mo. Sources: 2 002 Usage and Attitudes Study. Rogers Wireless , The Yankee Group 2003 Mobile User Survey , Choosing the Right Media: New Technologies Teens (11-17) heaviest texters – active users average nearly 50 messages / mo. 72% of 16-24 yr olds have used Text Messaging
  • Go to Them (e.g. RSS)
  •  
  •  
  • Leverage Social Networks
  • Allow Members to Participate
  • Video
  • What else?
  • Testimonies, Mission Trips
  • Blogs
  • Blogs cont.
  • Podcasts
  • Why are RSS feeds great?
  • Now that you’ve collected the data – what do you do with it?
    • Record donor details
    • Record donor preferences
    • Segmentation capabilities
    • Individual email
    • Mass email
    • Snail mail
    Put it in a database!
  • Databases & Integration
  • Keeping it simple Prospect Website Gather Information Use Email Database
  •  
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  • Your database can even be with you and usable anytime & anywhere!
  • Analysis…
    • How are gifts designated?
    • Who are your top donors?
    • Who are your top prospects?
    • How many new donors do you have?
    • How many donors increase/decrease giving?
    • How many donors are lapsing?
  • How are gifts designated?
  • How many new, increasing, decreasing, lapsed…?
  • How many new, increasing, decreasing, lapsed…?
  • Benchmarking And Donor Loyalty “ Up and Coming” Analysis Tools
  • Benchmarking - What is it?
    • Now, for the very first time, you can get dynamic reports that let you compare your fundraising activities and results to other nonprofit organizations! You can even filter the data to match your results to organizations that are similar to you in type, size and location. 
    • Benchmark Reporting module is designed to gather aggregate statistics from a large number of participating eTapestry/FEP customer databases. The data is then displayed side-by-side with the same statistics from your own database, giving you a comparison between your organization and other nonprofits.
    • Having access to this data will allow you to see where your strengths and weaknesses lie in comparison to similar groups. This valuable data supports growth-oriented strategic planning and budgeting for your fundraising programs, enabling you to raise more money!
  • We are losing current donors, not focusing enough of our stewardship time on lapsed donors, and spending more money to acquire donors
    • Benchmark Giving Dynamics, Status, Trends, Comparisons
  • Member Loyalty
    • Your ability to fund your mission is dependent on the generosity of donors. However, the loyalty of donors is what allows you to sustain, plan, and expand your mission. Do you know if your donors are “loyal” to your organization?
    • Can provide a scientific measurement of individual donor loyalty, which provides accurate insight into future donor behavior.
  • Member Loyalty
  • Integrated Tools… Grant Research Matching Gift Resources Planned Gift Calculators Prospect Research Online Giving Website Integration
  • Grant Research
  • Matching Gifts
  • Matching Gifts
  • Planned Gift Calculators
  • Planned Gift Calculators
  • Prospect Research
  • Prospect Research John Marshall John Marshall John Marshall
  • Prospect Research John Marshall John Marshall John Marshall John Marshall
    • Fundraising is still based upon Relationships
    • The Internet expands our opportunity for Communications
    • Communications build strong Relationships
    • Technology is and will be part of any non profit organization
    • Technology takes many shapes
    • Your use of it levels the “playing field”
    • Your success can be increased because of technology (more with less!)
    • Expand our fundraising by building stronger relationships
    Conclusions
  • What does this mean for churches & ministries?
    • To establish a strong foundation on which your ministry can grow and be most effective, you must be able to attract and engage members, build meaningful relationships with them, increase involvement and encourage ongoing support.
    • From broadcast ministries, local churches, relief agencies to missionary-sending organizations and mega churches, faith-based groups like yours can use comprehensive online solutions to:
    • Build a more effective ministry,
    • Increase outreach,
    • Nurture and cultivate member relationships, and
    • Decrease communication costs while streamlining administrative processes.
    • TAKE YOUR COMMUNITY ONLINE!!!!!!
  • Questions?
  • Thanks ! Pam Dechert, CFRE, ePMT eTapestry www.etapestry.com [email_address] 317.336.3895